PENGARUH BAURAN PEMASARAN JASA BANK TERHADAP KEPUASAN DAN IMPLIKASINYA TERHADAP LOYALITAS DEBITUR BPR DI WILAYAH RIAU PESISIR

Triska, Lena Henny

Jurnal Tepak Manajemen Bisnis
Vol 6, No 2 (2014)

The purpose of this research, is to analyze the effect of each service marketing mix factor – directlytowards loyalty or indirectly through consumer’s satisfaction. Data gathering is by questionnaires, spread to206 respondents chosen by the purposive sampling method. Aside from using Partial Least Square as a tool forvariance based Structural Equation Modeling, descriptive analysis is also done.The research found that, service marketing mix prediction model tend to be positive towards satisfaction. This iscaused by the significance price positive effect, human resources, process, and physical evidence. Even thoughit’s decreasing, service marketing mix direct prediction model altogether with the satisfaction towards consumer’sloyalty trend tends to be positive. This is mainly because of the dominance of satisfaction and price positive rolesignificance. Satisfaction Amplifying effect is more meaningful for human resources, physical evidence, process,and price factors. Price is the most important factor in the service marketing mix in increasing BPR consumerloyalty in the Riau Pesisir area, and by whole, the model has a positive predictive relevance.Key words : Service marketing mix, satisfaction, loyalty, BPR, Riau Pesisir.